Setting Product Usability Goals
Michael Wiklund · 2024
When technology reaches a point at which all leading products of a similar type share the same basic capabilities, smart product developers turn to other design attributes for a competitive advantage. Some developers focus on product appearance, reliability, or maintainability; others look for ways to improve their customer service program or simply do what microeconomic principles suggest—lower their price. A less common reaction is to focus on product usability, smoothing the relationship between product and user. Because investments in usability are less common, they make a wise strategy for differentiating one product from others. They also foster goodwill: Users feel that the company cares about their needs.